Artificial intelligence in public relations: a review and research agenda

作者：Anne Gregory, Alexander Buhmann, Vilma Luoma‐aho · 发表于：Edward Elgar Publishing eBooks · 年份：2026 · DOI：10.4337/9781035342105.00042 · 研究领域：Public Relations and Crisis Communication、Organizational and Employee Performance、Advanced Technologies in Various Fields

With AI increasingly mediating everyday interactions – from travel bookings to government services – it is becoming an essential agent of change in modern communication and society. This chapter explores the state of the art of research and practice at the intersection of artificial intelligence (AI) and public relations (PR). It situates AI not merely as a tool but as a transformative technology, shaping and shaped by human activity and organizational conduct. The chapter is structured in four sections: following the introduction we first contextualize AI's societal and organizational impacts; second, we explore key challenges that AI raises in PR, including ethical concerns and the spread of misinformation; third, we assess how AI alters the roles and responsibilities of PR professionals; finally, we draw conclusions on the state of the field and propose a research agenda around four main themes: structure, technology, people, and processes. This helps us call for a more integrated, systematic approach to studying AI's impact on PR.